Interbrand方法在品牌价值中的应用研究——以青岛啤酒为例.pdfVIP

摘要 折现率与多期超额收益额相乘计算出最后的品牌价值。该理论的创新在于对利润 的关注同时更加注重未来行业发展给企业带来收益的预测，避免传统的预测年限 短带来的不准确性，合理评价我国企业的品牌价值方法的应用。为国内企业品牌 价值评估提供一定的理论依据和应用借鉴作用。 关键词：品牌；品牌价值；品牌价值评估；多期超额收益；评估模型 II ABSTRACT ABSTRACT StudyonbrandvalueoverseasbeganintwentiethCentury80s.Inthebackground of the main macro-development time of economic globalization, there are some cases of multinational corporations began to acquire a large number of well-known brands.Inrecentyears,involvingthecentralobjectiveofthebrand asahuge amount ofmergersandacquisitions,sothatmoreandmorepeopleontheimportanceofbrand value has a more profound intuitive understanding, on this basis, the value of the brandanditsresearchreceivedwidespreadattentionandattention,andtheemergence ofalargenumberofresearchresults. AlongwiththedeepeningofChinaseconomicreform,marketliberalizationand deregulationofthe economycontinues,theassetvaluebrand showsitsimportancein theeconomicactivityofaseriesofmergers,investmentandfinancing,etc.Brandasa veryimportantintangiblebusiness,itfullyreflectsthegrowthpotentialofenterprises, forimprovinglong-ter competitiveness of enterprisesplay avery importantrole in how the brand value be reasonably quantified, become the competition need to be solved a problem. Brand value definition and similarity, complexity and abstract composition,resulting in awide range of assessmentmethods and evaluationresults of the differences appear. Currently existing assessment methods have their own shortcomings, methods exist subjectivity and uncertainty, which leads to brand evaluation is not standard practice. Based on the study of the existing methods and abroad, attempting to discover by Interbrand method to find some of the factors analyzedinordertobeabletobeareferenceforcorporatebrandvaluationpractice. Thispaperintroducesthebasictheoryofthebrand,b